This week Ducati North America reported a sales increase of 43 percent in 2011, effectively minting the region as the company's new top market.

Last year Ducati sales in the United States rose 41 percent, in Canada rose 32 percent, and in Mexico's two-year-old network jumped 174 percent. The results are significant because the motorcycle industry fell 40 percent in 2009, with a smaller drop in 2010 and only marginal gain in 2011. What's more, Ducati's apparel and accessories lines also recorded a 50-percent annual increase over 2010.

Dominique Cheraki, the general manager of Ducati North America, credits Ducati's surge to new efforts in prioritizing its presence here. The introduction of two new motorcycles--the Multistrada (1,492 sold in the U.S. last year, up 55 percent since its launch in 2010) and Diavel (1,269 sold in 2011, its first year on the market)--played key roles in the strategy.

“We have really tried to come and get organized and really understand the market,” he said. “To come in with a new bike [the Diavel] that is competing in a large segment was a large challenge. And I think we have been rewarded for some of our efforts.”

The bikes have indeed allowed Ducati to expand into previously untapped segments. But it's tricky for a cult brand to introduce something completely new, especially when the product is not exactly in the racing style Ducati has honed. Die-hard "Ducatisti," Cheraki says, had expressed concern about the cruiser-style Diavel tainting the brand's purity; robust sales of both new bikes seem to indicate such fears were allayed.

"For the ones who know very well the brand, they had some concern," he said. "But they saw some nice signs: the fact that we kept the Trellis frame, the fact that we had the very powerful brake system, the traction control. That gave them some information about the fact that it's a real Ducati. And then you just have to test the bike."

The sentiment echos executives from Bentley, Porsche and Ferrari when they discuss their own segment-entering products. They acknowledge that introducing something new into the lineup of a storied brand often ruffles the feathers of long-time acolytes. (Consumers, after all, abhor change.) But new vehicles are essential to propelling the company forward, they say, and, if done right, ultimately serve only to strengthen brand identity.

New additions to the Ducati line-up this year will include the $26,495 Diavel AMG, the $18,995 Diavel Cromo, the flagship superbike Ducati 1199 Panigale and the much-hyped Streetfighter 848. The Monster remains its best-selling series in North America, with 2,755 units sold last year.

This week at the New YorkInternational Motorcycle Show Ducati also unveiled the 848 Evo Corse Special Edition for the first time ever in the U.S. The bike has Ducati-developed electronics like traction control and quick-shifter features, with the trademark Trellis frame, precision shock absorbers and high-end disc brakes. A unique "Corse" color scheme enhances its aggressive stance. Look for the 848 Evo on the road next month.